Hummer came to exemplify gas guzzlers in the early 2000’s and that’s part of the reason the brand was dropped during GM’s restructuring and bankruptcy.
While the company attempted to sell the brand to China’s Sichuan Tengzhong, the deal collapsed and Hummer quietly folded with the last models rolling off the assembly line in 2010.
As fate would have it, crossovers and SUVs have exploded in popularity and it’s easy to imagine a modern-day Hummer going head-to-head with Jeep. It appears some people at GM haven’t forgotten the brand either as Bloomberg is reporting the company is considering relaunching Hummer as a purveyor of electric trucks and SUVs.
The idea sounds crazy for a number of reasons including the aforementioned gas guzzler image. Besides that, a Hummer relaunch would be expensive as it would require a massive marketing effort, the establishment of a new dealer network and the launch of several new vehicles.
That’s probably why the idea is being billed as a “what if” exercise that could never actually happen. GM President Mark Reuss also seemed somewhat dismissive of the idea as he told the publication, “I love Hummer” but “I’m not sure.”
A Hummer relaunch sounds pretty far-fetched, but it’s no secret that GM is working on an assortment of electric trucks and crossovers. One of the first is expected to be the Chevrolet Bolt EUV (Electric Utility Vehicle) which is expected to be launched next year.
Furthermore, GM announced plans to launch seven new electric crossovers and SUVs in 2017. More recently, Cadillac teased its first electric crossover and GM has confirmed it’s working on an electric pickup.